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"A fashion show is a nice way to show what we
know how to do with hair coloring and makeup," Delphine
Viguier-Hovasse, global brand president of L'Oreal Paris told
Reuters in an interview.
Models including Camille Emilie Razat, Nikolaj Coster-Waldau,
Eva Longoria, Gemma Chan and Soo Joo Park sashayed down the
catwalk, blowing kisses and twirling for photographers.
Andie MacDowell had sparkling eye makeup and a glittering,
feather-lined dress, while Coco Rocha donned a slick, electric
green mini-dress with matching boots, her bob cut straight.
Part of the L'Oreal group, which also owns Maybelline and
Lancome, the label sits in the accessible luxury range, selling
products spanning shampoo to more sophisticated skin treatments,
costing from around 2.50 euros and to around 35 euros.
Members of the public were invited to the event, which was also
shown on digital channels including Instagram, where it counts
10 million followers, and TikTok.
"It is obvious that TikTok is a digital platform that carries an
enormous amount of weight with young people because it's a video
platform – and we know that video is the format that is most
watched," said Viguier-Hovasse.
The L'Oreal group has been benefitting from a strong,
post-pandemic rebound in demand for beauty products.
(Reporting by Mimosa Spencer; Editing by Sandra Maler)
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